AI-DRIVEN BRAND IMAGINATION AND ITS IMPACT ON SMART PHONE PURCHASE INTENTION: A CASE STUDY OF STUDENTS IN BEIJING UNIVERSITIES
DOI:
https://doi.org/10.18623/rvd.v23.5564Palavras-chave:
Artificial Intelligence (AI), Mobile Phone Brand Personality, College Students, Self- Esteem, Purchase Intention, AI-Driven Branding, Consumer BehaviorResumo
This research investigates the influence of artificial intelligence (AI) on the relationship between smartphone brand personality, student self-esteem, and purchase intentions. Focused on university students in Beijing a demographic characterized by high digital engagement the study examines how AI-enhanced features, such as intelligent voice assistants and predictive analytics, shape perceptions of brand identity. Utilizing a quantitative approach (N=102), the findings reveal a significant positive correlation between AI-driven brand personality and self-esteem (r = 0.384, p< 0.01), suggesting that students who associate devices with AI-led innovation report higher levels of self-worth. Regression analysis identifies brand personality as a potent predictor of purchase intention, with the emotionality dimension demonstrating the highest predictive power (β =0.267, p<0.01). Demographic analysis indicates that while male students prioritize AI-powered functionalities, female students show a higher preference for usability and aesthetic design. Additionally, monthly consumption levels significantly impact purchase likelihood (F = 3.79, p < 0.05), highlighting the role of economic capacity in technology adoption. These results demonstrate that AI serves as both a functional and psychological catalyst in consumer decision- making. The study concludes that AI-driven personalization creates emotionally resonant brand connections, offering critical insights for strategic marketing in the digital era.
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